What started as an initiative to bring more concerts to smaller places across Croatia is developing into a nationwide network of promoters, artists and audiences. After 117 shows featuring 135 artists in its first two seasons, AJMO! continues with 18 participants and a broader geographical reach.
The new season of AJMO!, a programme created by We Move Music Croatia with the support of the Croatian Ministry of Culture and Media, was presented during SHIP Festival at St. Michael’s Fortress in Šibenik.
AJMO! was launched in response to a persistent challenge: while Croatia has a vibrant independent music scene, concert activity is still concentrated in its largest urban centres. The programme gives local organisers the means to create year-round programmes, while opening new stages for artists and introducing audiences across the country to contemporary Croatian music.
AJMO! was launched in response to a persistent challenge: while Croatia has a vibrant independent music scene, concert activity is still concentrated in its largest urban centres. The programme gives local organisers the means to create year-round programmes, while creating new opportunities for artists to perform and introducing audiences across the country to contemporary Croatian music.
“Our goal was to encourage live performances of contemporary independent music in smaller places, where organising concerts can be particularly demanding both financially and in terms of production. We want to give young people access to high-quality live Croatian music and, in doing so, develop audiences, create a market and build interest,” said Nina Obuljen Koržinek, Croatian Minister of Culture and Media, who joined the presentation in Šibenik.
Over its first two seasons, 521 artists applied to AJMO!, 117 performances took place featuring 135 different artists, and 20 promoters brought the programme to 19 locations across Croatia.
“When we launched AJMO!, we wanted to address a very specific need within the Croatian music scene – to create more space for concerts and support the people who organise them throughout the year, particularly outside the largest cities. Today, AJMO! is one of the Office’s key programmes, strengthening promoters, artists and audiences at the same time. The third season shows that the network is growing, reaching new places and becoming stronger, which is exactly what we set out to achieve from the beginning,” said Dražen Baljak, President of We Move Music Croatia.
This year, 18 participants from across Croatia are involved, including both returning organisations and new participants joining AJMO! for the first time. Sixteen were selected through the main programme, with two additional participants included through separate support programmes.
“A new addition this season is an educational programme for all participants, designed to complement financial support with practical knowledge and tools for developing their programmes. AJMO! is therefore growing not only in the number of locations and concerts, but also in the support it provides to the people who make them happen,” said Frane Tomašić, Secretary General of We Move Music Croatia.
A new partnership with the Croatian Composers’ Society (HDS) and the Croatian Association of Radio Broadcasters (HURIN) will also give new songs by participating artists additional exposure on Croatian radio.
After two years, AJMO! is moving beyond individual concert programmes towards something more lasting: a stronger touring circuit, better-equipped local promoters and new audiences for independent Croatian music across the country.